The 12-year-old mini-mogul who is launching her own skincare line for tweens… And girls can"t get enough of it

The 12-year-old mini-mogul who is launching her own skincare line for tweens… And girls can't get enough of it

PUBLISHED:

19:44 GMT, 10 July 2012

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UPDATED:

19:44 GMT, 10 July 2012

At just 12 years old, Willa Doss, now a 'rock star' to her friends, plans to take on the pre-adoslescent beauty world in what she says is a big gap in the market.

The pint-size entrepreneur, who launched her own skin-care line in March, has already had her 17 debut products picked up by Target, J.Crew and the pharmacy Clyde’s in New York City.

Priced within reach of the baby-sitting set, her namesake all-natural products start at $1.75 for the cucumber mask and finish at $15 for Face the Day, a tinted sunscreen.

Mini-mogul: Conceived with the help of her mother, Christy Prunier (left), Willa Skincare products was born after Willa Doss (right) realised that most cosmetic companies are geared toward older women

With upbeat and fun names like Be Brilliant body lotion, the products avoid overbearing scents, and the sleek packaging deliberately contrasts clichd images of Disney and Hello Kitty.

Conceived with the help of her mother, Christy Prunier, Willa Skincare products was born after the sixth grader realised that most cosmetic companies are geared toward an older crowd; their formulas can be too heavy, irritating, and heavily perfumed for young girls.

So she set out to create an acne spot treatment, foaming face wash, tinted moisturisers and a sleepover travel bag, which are all SPF heavy, specifically for young skin.

Alongside input from chemists, dermatologists and makeup artists, Willa co-designed the purple-hued packaging with her mother, and gave her suggestions for the development of the Willa Skincare web site.